드라마 <Eye Love You>의 시청동기가 시청만족도와 행동의도에 미치는 영향

초록

This study empirically analyzed the effects of viewing motivations—vicarious satisfaction, cultural curiosity, actor attractiveness, drama universality, and drama originality—on viewing satisfaction and behavioral intention, focusing on the Korean Wave drama Eye Love You produced by TBS in Japan. The results showed that viewing satisfaction was significantly influenced, in order of magnitude, by drama originality, actor attractiveness, and vicarious satisfaction. Behavioral intention was positively influenced by drama originality, vicarious satisfaction, actor attractiveness, and cultural curiosity. Furthermore, viewing satisfaction was found to mediate the relationships between vicarious satisfaction, drama originality, actor attractiveness, and behavioral intention. This study contributes to providing a theoretical framework for understanding the psychological mechanisms of Japanese audience consuming culturally convergent Korean Wave content and offers practical implications for the planning and marketing strategies of future Korean Wave productions.

키워드